How Coca-Cola won the battle for Indian teens

This case study explains how Coca-Cola, the drinks company, fought back in difficult market conditions in India by encouraging teenagers to share their coke and spread happiness.

How Coca-Cola won the battle for Indian teens

Vibha Gupta

Campaign details

Brand owner: Coca-Cola IndiaLead agency: McCann WorldgroupBrand: Coca-ColaCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, Mobile and apps, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Social media, Television, Word of mouth, advocacyMedia budget: Over 20 million

Executive summary

This case study describes how Coca-Cola countered Pepsi's stronger sport and celebrity marketing by connecting with Indian teenagers.

In the summer of 2013, Coca-Cola was on the back foot...

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